OpenAds is a small UK startup which is offering free ad serving technology which is says is already in use with 20,000 publishers. Jeff Jarvis is excited about it as he sees this as the potential standard, free, standards-based system which could be used as the backbone to ad serving everywhere. The platform connects easily with existing platforms, says the company. Jeff says this is what is needed as a hedge against one of the big players dominating the space – see Google’s acquisition of Doubleclick; Yahoo’s investment in Rightmedia; and Microsoft’s acquisition of aQuantive.

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